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nd, as always, to ensurehis dream is fulfilledwithout hiccups, he has

hired the best man for the job:Morpheus. No, no, no! Morpheus,the mythological God of Dreams, isnot his marketing or brand manager,but the name of the super-premiumbrandy he has just launched!

Radico has introduced Morpheusbrandy in the super-premiumcategory in the South Indianmarkets and has no peers at this

price point, though the idea to hitthis category might have originatedfrom the healthy growth of existing

brandies in the south.Radico wants to corner at least a10-15 per cent market share in thepremium to super premium rangeby the end of this fiscal. There arepremium whiskeys, vodkas, etc inthe market, but this is the first timethat the premium brandy is beinglaunched in India, says Abhishek.As of now it has launched the

brandy in southern India. Thecompany, later on, plans to takethis brand to different parts ofthe country.

With God of Dreams on hisside, Khaitan seems confident ofreaching his dream destination.You have to look only once at

his track record in creating fourmillionaire brands to knowKhaitan means business.

Redefining IMFL Seg-ment

Success has not been new toRadico. Mind it, 8PM whiskeyhas been a runaway successsince its launch in 1999, soldone million cases - a recordfor any Indian or foreign brand

operating in India. This record alsomade it the first brand in the liquorindustry to make it to the Limca

Book of Records. Since innovationand creativity is the buzz wordthere, Team Radico launched8PM whiskey as New 8PM givingit a distinctive look Our flagshipbrand 8PM has been launched asNew 8 PM with a superior brandexperience. Made of quality grains,new 8PM extended itself to bringlavishness and enjoyment, saysAbhishek.

8 pm is a decade old brand;our specialization is innovation ofbrands. When we launched 8 pmwhisky it touched million cases 1styear. Gravure printing on bottlesgives an international outlook tothe brand. This label represents the

new trend in producing distinctiveclear look labels. The bottles aresealed with Guala caps, addsAbhishek.

Another success story is MagicMoments Vodka - the fastest growingbrand in its category- launched inthe deluxe vodka category in 2006.It has succeeded in creating a newprice point. The packaging was aninstant hit - frosted bottle with aunique guitar shaped glass window,

A

Shalini Kumar

Morpheus is here

Beware Lesser GodsRadico Khaitans Managing Director, Abhishek Khaitan has a dream.Proud owner of four millionaire brands already - 8 PM, Magic

Moments, Old Admiral and Contessa - this restive innovator is hungry

for more. He wants to drive his company to new heights by identifying

new price points and becoming a category-creator.

Magic Moments

vodka controls

more than 70% ofmarket share in the

operating segment

Photo: Preeti S

26 Spiritzthe world of liquor July 2009

Spiritz Horizon

27July 2009 Spiritzthe world of liquor